In a major step to strengthen India’s digital safety framework, the Ministry of Electronics and Information Technology (MeitY) has introduced a significantly tougher regulatory regime to tackle the growing menace of AI-generated deepfakes. The new measures require online platforms to label AI-generated content clearly, strengthen user accountability, and drastically reduce the time available for removing unlawful content from 36 hours to just three hours.
The initiative comes amid increasing concerns over synthetic audio, video and text generated using artificial intelligence, which have been misused for impersonation, misinformation, financial fraud, non-consensual intimate imagery and other cybercrimes. According to the government, the revised framework aims to create a safer, more transparent and accountable digital ecosystem for citizens.
Existing Laws Already Cover Deepfake-Related Crimes
The government stated that several existing legal provisions already address offences linked to deepfakes. The Information Technology Act, 2000 includes provisions dealing with identity theft, impersonation, privacy violations, publication of obscene material and blocking unlawful online content. Similarly, the Bharatiya Nyaya Sanhita (BNS), 2023 contains sections covering cheating by personation, forgery, misinformation and organised cybercrime.
Officials noted that these laws provide the legal foundation for prosecuting individuals who misuse AI technology to create or circulate harmful digital content.
Mandatory AI Content Labelling Introduced
One of the most significant reforms is the requirement for intermediaries to ensure that AI-generated or synthetically generated content carries clear labels and traceable metadata. This is intended to help users identify manipulated or machine-generated material and reduce the risk of deception.
The amendments also expand platform responsibilities by requiring stronger due diligence, better user awareness regarding legal consequences and stricter compliance standards for social media companies. Special emphasis has been placed on preventing child sexual exploitation material, non-consensual intimate imagery, impersonation and other harmful AI-generated content.
Removal Deadline Slashed to Three Hours
The revised Information Technology Rules significantly shorten compliance timelines for digital platforms.
Once intermediaries receive valid notice from a court or the appropriate government authority, unlawful content must now be removed within three hours instead of the earlier 36-hour deadline. Grievance redressal timelines have also been tightened, while complaints involving sensitive matters such as nudity and impersonation will require even faster responses.
The government believes quicker action will help minimise the spread of harmful content before it reaches large audiences.
Social Media Platforms Face Greater Responsibility
The amended rules require intermediaries to deploy reasonable technical measures, including automated tools, to prevent users from creating, publishing or distributing unlawful AI-generated content.
Significant Social Media Intermediaries (SSMIs) are expected to proactively detect and prevent the circulation of material depicting rape, child sexual abuse or previously removed illegal content. Failure to comply with these legal obligations could result in the loss of statutory protections available under Section 79 of the Information Technology Act, exposing platforms to legal action.
IndiaAI Mission Strengthens Deepfake Detection
Alongside regulatory reforms, the government is also investing in indigenous AI safety technologies under the IndiaAI Mission.
The Safe & Trusted AI pillar supports research into responsible AI development and has approved 13 projects focused on Responsible AI, including deepfake detection systems. Among the notable initiatives are the “Saakshya” multi-agent framework developed by IIT Jodhpur and IIT Madras, AI Vishleshak for audio-visual forgery detection and IIT Kharagpur’s Real-Time Voice Deepfake Detection System.
These research efforts are expected to enhance India’s ability to identify manipulated digital content more accurately and rapidly.
Stronger Coordination Against Cybercrime
The government has also highlighted multiple institutional mechanisms supporting cybercrime enforcement.
The Indian Cyber Crime Coordination Centre (I4C), SAHYOG Portal and National Cyber Crime Reporting Portal enable authorities to coordinate investigations, issue takedown notices and allow citizens to report deepfakes, financial fraud and other cyber offences. Citizens can also seek assistance through the national cybercrime helpline 1930.
The Samanvaya Platform further assists law enforcement agencies by providing analytics-based interstate crime linkages and investigative support.
Awareness Campaigns and Public Safety Initiatives
Beyond enforcement, the government continues to conduct nationwide awareness campaigns to educate internet users about cyber threats.
Through initiatives such as Cyber Security Awareness Month, Safer Internet Day, Cyber Jagrookta Diwas and CERT-In advisories, authorities regularly provide guidance on recognising AI-enabled fraud, protecting personal information and reporting suspicious online activities. CERT-In has also issued dedicated advisories on deepfake threats and recommended safety measures for internet users.
A Stronger Digital Safety Framework
The latest reforms represent one of India’s most comprehensive efforts to regulate AI-generated content. By introducing mandatory labelling, shortening takedown timelines, strengthening platform accountability and promoting indigenous AI detection technologies, the government aims to balance technological innovation with public safety.
As artificial intelligence becomes increasingly integrated into everyday digital communication, the success of these measures will depend on effective enforcement, responsible platform compliance and greater public awareness. The strengthened framework signals India’s intent to stay ahead of emerging cyber threats while preserving trust in the country’s rapidly expanding digital ecosystem.
Click here to join our WhatsApp Channel for real-time news updates and exclusive coverage.
